Marketing pp 164-183 | Cite as

New-product development

  • Michael J. Baker
  • A. J. Brown
  • Douglas Brownlie
  • Keith Crosier
  • Jennifer L. Drayton
  • Anita Kennedy
  • Joanna Kinsey
  • Stephen T. Parkinson
Part of the Macmillan Studies in Marketing Management book series (STMM)


Developing new products, modifying existing ones, and eliminating those that no longer make a positive contribution to the company’s marketing performance, are key activities for marketing management. In Levitt’s original terms1 every major industry was once a growth industry, based on a new technology embodied in new product or service. Eventually major industries also became decline industries because of a failure to introduce new products or services to replace those on which their original success was based.


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Notes and references

  1. 1.
    T. Levitt, Innovation in Marketing (London: Pan Books, 1962) p. 39.Google Scholar
  2. 2.
    See, for example, NEDO Publications London, International Price Competitiveness and Export Performance-The Non-price Factors (London: HMSO, April 1977);Google Scholar
  3. and NEDC Report on UK Product Design, Corfield Report (London: HMSO, January 1979).Google Scholar
  4. 6.
    P. Kotier, Marketing Management: Analysis Planning and Control 4th edn. (London: Prentice-Hall, 1980) p. 311.Google Scholar
  5. 7.
    D. A. Schon, Technology and Change (London: Delacorte Press, 1967).Google Scholar
  6. 8.
    Booz, Allen & Hamilton, Management of New Products, 4th edn (New York: Booz, Allen & Hamilton, 1968).Google Scholar
  7. 12.
    See, for example, the review in B. Twiss, Managing Technology Innovation (London: Longman, 1974);Google Scholar
  8. and M. J. Baker and R. McTavish, Product Policy and Management (London: Macmillan, 1976).CrossRefGoogle Scholar
  9. 15.
    A. Robertson and M. Fox, ‘A Study in ‘Real Time’ of the Innovation Process in Two Science Based Companies’, in Industrial Innovation: Technology, Policy, Diffusion, ed. M. J. Baker (London: Macmillan, 1979).Google Scholar
  10. 20.
    National Industrial Conference Board, ‘The Marketing Executive Looks Ahead’, Experience in Marketing Management, no. 13 (New York: NICB, 1967).Google Scholar
  11. 23.
    C. F. Carter and B. R. Williams, Industry and Technical Progress (London: Oxford University Press, 1957).Google Scholar
  12. 24.
    R. Rothwell, ‘The Characteristics of Successful Innovators and Technically Progressive Forms (with some comments on Innovation Research)’, R and D Management, vol. 7 (1977) pp. 191–206.CrossRefGoogle Scholar
  13. 29.
    M. J. Baker, Marketing New Industrial Products (London: Macmillan, 1975).CrossRefGoogle Scholar
  14. 34.
    T. Burns and G. Stalker, The Management of Innovation (London: Tavistock Publications, 1966).Google Scholar
  15. 35.
    G. Zaltman, Marketing: Contributions from the Behavioral Sciences (New York: Harcourt, Brace & World, 1965).Google Scholar
  16. 36.
    A. Johne, ‘Innovation, Organisation and the Marketing of High Technology Products’, Ph.D dissertation, University of Strathclyde, Department of Marketing (1982).Google Scholar
  17. 37.
    M. Shanks, The Innovators, (Harmondsworth: Penguin, 1967).Google Scholar
  18. 41.
    A. S. Robertson provides a useful review of thirty such studies in ‘Technological Innovation and the Management of R and D’, in Management Bibliographies and Reviews, ed. D. Ashton (Bradford: MCB Publications, 1977).Google Scholar
  19. 42.
    E. Von Hippel, ‘A Customer Active Paradigm for Industrial Product Idea Generation’, in Industrial Innovation-Technology, Policy, Diffusion, ed. M. J. Baker (London: Macmillan, 1979).Google Scholar
  20. 43.
    S. T. Parkinson and G. Avlonitis, ‘Management Attitudes to Flexible Manufacturing Systems-An International Study’, in Proceedings 1st International Conference on F.M.S. I.M.E. (Brighton, 1982).Google Scholar

Copyright information

© Michael J. Baker and The Macmillan Press Ltd 1983

Authors and Affiliations

  • Michael J. Baker
  • A. J. Brown
  • Douglas Brownlie
  • Keith Crosier
  • Jennifer L. Drayton
  • Anita Kennedy
  • Joanna Kinsey
  • Stephen T. Parkinson

There are no affiliations available

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